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7 Ways Microsoft Uses AI to Make You Actually Care About Bing

It isn’t just ChatGPT on the Bing website. Microsoft blends OpenAI’s language technology with its own Bing search engine.

Microsoft Bing faces a big problem: Google utterly eclipses search engine. But Bing has a chance to grab more attention for itself with the OpenAI‘s language technology, the artificial intelligence foundation that’s made the ChatGPT service a huge hit.

For the brainier Bing to work, though, Microsoft has to get the details right. ChatGPT can be useful, but it can be flaky, too, and nobody wants a search engine they can’t trust.

Microsoft has put a lot of thought and its own programming resources into the challenge. It’s wrestled with issues like how AI-powered Bing shows ads, reveals its data sources, and grounds the AI technology in reality so you get trustworthy results, not the digital hallucinations that can be hard to spot in machine-generated information.

I spoke to Jordi Ribas, leader of Bing search and AI, to dig more deeply into the overhauled Bing search engine. He’s a big enough fan that he used the technology to help him write his boss a memo about it. «It probably saved me two to three hours,» he said, and it improved the Spanish executive’s English, too.

When the technology expands beyond today’s very small test group, it’ll let millions of us dig for much more complicated information, like whether an Ikea loveseat will fit into your car. And we’ll all be able to see whether it truly gives Google a run for its money. But for now, are seven aspects of Bing AI that I learned.

Bing AI isn’t just a repackaged version of ChatGPT

Microsoft blends its Bing search engine with the large language model technology from OpenAI, the AI lab that built the ChatGPT tool that’s fired up excitement about AI and that Microsoft invested in. You can get ChatGPT-like results using Bing’s «chat» option — for example, «Write a short essay on the importance of Taoism.» But for other queries, Bing and OpenAI technology are blended through an orchestration system Microsoft calls Prometheus.

For instance, you can Bing, «I like the band Led Zeppelin. What other musicians should I listen to?» OpenAI first paraphrases that prompt to «bands similar to Led Zeppelin,» then repackages Bing search results in a bulleted list. Each suggestion, like Fleetwood Mac, Pink Floyd and the Rolling Stones, comes with a two-sentence description.

Bing AI cites its sources — sometimes

When you give ChatGPT a prompt, it’ll respond with text it generates, but it won’t tell you where it got that information. The AI system is trained on vast amounts of the information on the internet, but it’s hard to draw a direct line between that training data and ChatGPT’s output.

On Bing, though, factual information is often annotated, because Bing knows the source from its indexing of the web. For example, in the Led Zeppelin prompt above, Bing includes a link at the top of its answer to a Musicaroo post, 13 Bands That Sound Like Led Zeppelin, and includes that link and others from MusicalMum and Producer Hive.

That sourcing transparency helps address a big criticism of AI, making it easier to evaluate whether the response is accurate or a mere AI hallucination. But it doesn’t always appear. In the essay on Taoism above, for example, there aren’t any sources, footnotes or links at all.

Some source links are ads that make Microsoft money

The Bing AI’s elaborate answers provide a new way for Microsoft to generate money from ads. In traditional Bing searches, the «organic» search results that Bing judges to be most relevant are separate from items placed by advertisers. But with Bing AI searches, the two types of information can be blended.

For example, in its response to the query «plan me a one-week trip to Iceland without a rental car,» AI-powered Bing suggests several destinations. In one of them, several words are underlined: «You can visit places like Vík, Skógafoss, Seljalandsfoss, and Jökulsárlón glacier lagoon by joining a multi-day tour or taking a bus.» Hovering over that link shows three sources for that information and an ad from a tour company. The advertisement is the top item of the three and is labeled «ad.»

«When you look at those citations, sometimes they are ads,» Ribas said. «When it’s more of a purchasing intent query, you hover over it and you’ll see the list of the references and sometimes it’s an ad. Then sometimes in the conversation itself, you’re going to see product ads, like if you do a hotel query.»

Ad revenue is a big deal, since it takes weeks of work on an enormous cluster of computers for OpenAI to build a single update to its language model, and OpenAI CEO Sam Altman estimates it costs a few cents to process each ChatGPT prompt. Bing, even though it’s a distant second to Google in the search engine market, still handles millions of queries a day.

Google plans to open access to its Bard AI chatbot soon, but it won’t be including ads to begin with.

OpenAI-boosted results are more relevant than plain old Bing

The fundamental measure of a search engine’s usefulness is whether its results are relevant, and the OpenAI technology brings a huge boost in the measurement that Microsoft uses to score its search engine results’ relevance.

«My team, working super, super hard in a given year, might move that metric by one point,» Ribas said, but OpenAI’s technology boosted it three points in one fell swoop. «It’s just never happened before in the history of Bing,» Ribas said.

That relevance boost is just for ordinary search results, Ribas added. OpenAI’s technology can further improve Bing with its chat interface that offers more elaborate answers and a follow-up exchange.

OpenAI makes Bing better with languages besides English

One particular area where Bing has been weak is searches that aren’t in English, and Ribas said OpenAI helps there. A lot of Bing’s three-point gain in relevance scoring «came from international markets,» Ribas said.

OpenAI’s large language model, or LLM, is trained with text from 100 languages. «Catalan is my first language. I can have a dialogue in Catalan. It works really, really well,» Ribas said

Bing brings OpenAI’s results up to date

Large language models like OpenAI’s GPT-3.5, the foundation for ChatGPT, are slow to build and improve, which means they don’t move at the speed of the web or of conventional search engines. GPT-3.5, for example, was trained in 2021, so it doesn’t have any idea about Russia’s invasion of Ukraine, the effects of recent inflation on consumers, or Xi Jinping securing his third term as general secretary of the Chinese Communist Party.

Bing often does know this more recent information, though. «When you bring in the Bing results, then you will get fresh results on that complete answer,» Ribas said.

Bing ‘grounds’ OpenAI’s flights of fancy

Microsoft uses its Bing data to try to avoid situations where OpenAI’s more creative technology could lead people astray. The more factual a query and answer are, the more Bing’s technology is used in the answer, Ribas said. This «grounding» significantly reduces AI’s problems with making stuff up: «It will reduce hallucination, which is … an ongoing battle,» Ribas said.

But Microsoft doesn’t want its grounding system to squash all the magic out of the AI. There’s a reason ChatGPT has been so captivating. The Prometheus system decides on the priorities for each query.

«We had to find the sweet spot between over-grounding the model and keeping it interesting,» Ribas said. «We have a measurement of the interestingness of the results, and we have a measurement for the groundedness of the results. The more the query is looking for something very factual, the more we weight the grounded. The more the query is supposed to be creative, the less we weight the grounded. I kept telling my team, I want my cake and eat it too.»

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TikTok Counts Down To Another Potential Ban

With just days to go before the sale deadline, President Donald Trump seems confident he can broker a deal.

TikTok is once again counting down to a federal ban, unless some kind of a deal is struck by the end of the week.

The popular social media app faces a Saturday deadline to sell itself to a buyer deemed fit by US officials or face being banned in this country.

However, a lot could happen before then. Several potential bidders have made their interest known in recent months, and it’s entirely possible that President Donald Trump could once again choose to extend the sale deadline.

Most recently, Trump told the press on Air Force One late Sunday that «there’s tremendous interest in TikTok.» He added that he would «like to see TikTok remain alive.» Trump also said that «we have a lot of potential buyers» and that the administration is «dealing with China,» which has long opposed a sale. 

Last week, Trump said he would consider lowering tariffs on Chinese goods if that country’s government approved a sale of TikTok’s U.S. operations. He also at that time reiterated his willingness to push the deadline back if needed.

Also last week, a trio of Democratic senators sent Trump a letter requesting information on any efforts to prevent the ban from going into effect and urging the administration to work with Congress on any potential resolutions. The group had previously introduced legislation that would delay the ban until Oct. 16, but it was blocked by Republicans. 

Read more: TikTok Backups: 6 Similar Apps for Your Daily Dose of Fun

Lawmakers in both political parties have long voiced concerns that TikTok could be a threat to national security and could be used by the Chinese government to spy on Americans or spread disinformation to further China’s agenda. The law requiring the sale was passed by Congress last year with overwhelming bipartisan support and signed into law by then-President Joe Biden.  

TikTok continues to deny those accusations, and both it and the Chinese government have said they oppose a sale. It’s unclear if they’ve changed their positions. A spokesperson for TikTok didn’t return a Thursday request for comment.

So what’s next for TikTok? Here’s what you need to know.

What does the law do?

The law is aimed at forcing TikTok’s China-based parent company ByteDance to sell TikTok to a buyer American officials are OK with, as well as guaranteeing that ByteDance no longer has access to US user data or control over the TikTok algorithm.

TikTok was given nine months to comply, hence the original Jan. 19 sale deadline, at which point the government could require the removal of its app from US app stores and that other tech companies stop supporting the app and website.

TikTok shut down in the US the night of Jan. 18, citing the ban, but came back online the next morning after Trump made assurances that he would not immediately enforce it. Trump later formalized that promise by signing an executive order that directed the attorney general to not enforce the ban for 75 days, effectively moving the deadline to April 5.

Read more: TikTok Loves to Give Financial Advice. But Don’t Believe Everything You Hear

What’s Trump’s take?

After originally calling for a ban during his first presidency, Trump said during the 2024 campaign that he wasn’t in favor of one and pledged to «save TikTok,» though he didn’t specify how he’d do that.

Trump also has floated the idea of the US taking a 50% stake in the company as part of a joint venture, but hasn’t given specifics as to how that would work.

TikTok CEO Shou Chew was one of several high-profile tech executives to attend Trump’s inauguration in January, just hours before Trump would sign the order granting the 75-day extension.

Previous to that, during a press conference in December, Trump pointed to the role TikTok played during the election, crediting it with helping him pick up the votes of young people.

«TikTok had an impact, and so we’re taking a look at it,» Trump said. «I have a little bit of a warm spot in my heart. I’ll be honest.»

Is a deal coming?

Trump told reporters earlier this month that a deal could come soon. He didn’t offer any details about the potential buyers, but said the administration was in talks with «four different groups» about TikTok.

Vice President JD Vance, whom Trump has tapped to help strike a deal, has also expressed confidence that a sale agreement could be largely in place by April 5. 

«There will almost certainly be a high-level agreement that I think satisfies our national security concerns, allows there to be a distinct American TikTok enterprise,» Vance said in a March 14 interview with NBC News.

One of the highest-profile bidders to come forward is a consortium led by billionaire investor Frank McCourt that also includes Kevin O’Leary of Shark Tank and Reddit co-founder Alexis Ohanian.

If successful, the group says it would turn the app into an «upgraded internet,» leaving behind TikTok’s algorithm, long considered to be the addictive secret sauce behind the app, in favor of giving users more control over what they see and how their data is used. 

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Technologies

Today’s NYT Connections Hints, Answers and Help for April 2, #661

Hints and answers for Connections for April 2, #661.

Looking for the most recent Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle, Connections: Sports Edition and Strands puzzles.

Today’s Connections puzzle includes a classic purple category, where you understand the theme once you see it, but might not get it without a hint or two. Read on for clues and today’s Connections answers.

The Times now has a Connections Bot, like the one for Wordle. Go there after you play to receive a numeric score and to have the program analyze your answers. Players who are registered with the Times Games section can now nerd out by following their progress, including number of puzzles completed, win rate, number of times they nabbed a perfect score and their win streak.

Read more: Hints, Tips and Strategies to Help You Win at NYT Connections Every Time

Hints for today’s Connections groups

Here are four hints for the groupings in today’s Connections puzzle, ranked from the easiest yellow group, to the tough (and sometimes bizarre) purple group.

Yellow group hint: Sudden, unaccountable change of behavior or mood.

Green group hint: A type of thing similar to something else.

Blue group hint: Serena or Wendy.

Purple group hint: How do you say that word?

Answers for today’s Connections groups

Yellow group: Caprice.

Green group: Ilk.

Blue group: Williamses.

Purple group: Words pronounced differently as proper nouns.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections answers?

The yellow words in today’s Connections

The theme is caprice. The four answers are fancy, impulse, lark and whim.

The green words in today’s Connections

The theme is ilk. The four answers are kind, like, sort and type.

The blue words in today’s Connections

The theme is Williamses. The four answers are Hank, Robin, Tennessee and Venus.

The purple words in today’s Connections

The theme is words pronounced differently as proper nouns. The four answers are herb, job, nice and reading.

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Technologies

Today’s NYT Connections: Sports Edition Hints and Answers for April 2, #191

Hints and answers for the NYT Connections: Sports Edition puzzle, No. 191, for April 2.

Looking for the most recent regular Connections answers? Click here for today’s Connections hints, as well as our daily answers and hints for The New York Times Mini Crossword, Wordle and Strands puzzles.

Connections: Sports Edition might be tough today. I admit, I only knew two of the purple group answers. Read on for hints and the answers.

Connections: Sports Edition is out of beta now after making its debut on Super Bowl Sunday on Feb. 9. That’s a sign that the game has earned enough loyal players that The Athletic, the subscription-based sports journalism site owned by the Times, will continue to publish it. It doesn’t show up in the NYT Games app but now appears in The Athletic’s own app. Or you can continue to play it for free online.  

Read more: NYT Connections: Sports Edition Puzzle Comes Out of Beta

Hints for today’s Connections: Sports Edition groups

Here are four hints for the groupings in today’s Connections: Sports Edition puzzle, ranked from the easiest yellow group to the tough (and sometimes bizarre) purple group.

Yellow group hint: Book it.

Green group hint: Carry the torch, light the cauldron.

Blue group hint: Run like the wind.

Purple group hint:  A-OK.

Answers for today’s Connections: Sports Edition groups

Yellow group: Run fast.

Green group: Future Olympic host cities.

Blue group: NFL’s leading receivers in 2024.

Purple group: Cities the Athletics have called home.

Read more: Wordle Cheat Sheet: Here Are the Most Popular Letters Used in English Words

What are today’s Connections: Sports Edition answers?

The yellow words in today’s Connections

The theme is run fast. The four answers are dart, dash, scoot and sprint.

The green words in today’s Connections

The theme is future Olympic host cities. The four answers are Brisbane, Los Angeles, Milan and Salt Lake City.

The blue words in today’s Connections

The theme is NFL’s leading receivers in 2024. The four answers are Chase, Jefferson, London and Thomas.

The purple words in today’s Connections

The theme is cities the Athletics have called home. The four answers are Kansas City, Oakland, Philadelphia and Sacramento.

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